In addition to opening room doors, each card was loaded with $10 to use at five Starbucks locations nearby the hotel.

Sheraton is the first Starwood brand to roll out the new card, which suggests meeting attendees at W Hotels and Le Meridien could be next to receive the key card surprise.

Although Sheraton partnered with Starbucks, likely because CEO Howard Shultz spoke at the event, the concept gives hotels the opportunity to develop relationships and send customers to local businesses.